When you have the right brand position, it becomes the driving force behind your firm, helping to inform your marketing messages, how your services are shaped, even the way you structure your pricing.
The concept of “brand positioning” first surfaced back in the 1960s when two successful Madison Avenue ad executives, Jack Trout and Al Ries, wrote a highly influential little book, "Positioning: The Battle for Your Mind." In it, they built a case for establishing a key feature or benefit for a company that, through advertising, would become closely associated with that business in the minds of consumers, helping turn them into customers.
Prime examples abound of robustly-effective branding strategies. FedEx built an overnight shipping empire based on when a package “absolutely, positively has to be there overnight.” Avis zoomed to the top of the car rental business because, more than the other rental firms, “We try harder” to satisfy the customer.
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